Chapter 28 Advertising

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Advertising: Advertising and Children

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"For all its pious rhetoric about being disinterested in the youth market, the tobacco

industry must know the considerable effect that advertising has on children. Young

people represent its commercial future. It has gone into paroxysms over proposals to

have all cigarettes sold in plain, generic packs following research showing that

children find such packs unappealing."

British Medical Journal, October 8, 1994, p. 891 (Simon Chapman)

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Former Surgeon General Joycelyn Elders has said that tobacco advertising aims to

convince children "that they're slim, they're sexy, they're sociable, they're

sophisticated, and they're successful. The teenager gets an image, and the tobacco

companies get an addict."

Associated Press, February 25, 1994

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In the six years following the introduction of Virginia Slims in 1968, the number of

teenage girls who smoke more than doubled, while smoking among adult women

remained relatively constant.

Strategies to Control Tobacco Use, p. 233

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Teenage smokers are much more likely than adults to pick the most-advertised

brands. The three most advertised brands, the Marlboro Man, Joe Camel, and the

Newport fun couples, had 35% of overall sales, but 86% of the teen market. Marlboro

accounted for 60% of teen sales and Camel and Newport 13% each.

Associated Press, August 20, 1994 and British Medical Journal, September 10,

1994, p. 629

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Friday, July 07, 2000

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